motivation by design: technologies, experiences, and incentives

Motivation by Design:Technologies, Experiences,

and IncentivesAndrea Wiggins

16 February, 2012Citizen Cyberscience Summit

Personal Interests

• More than just motivation

• Motivations

• Intrinsic (altruism)

• Extrinsic (money)

• Personal Values (domain, science)

• Individual Goals (contributing)http://www.flickr.com/photos/verbeeldingskr8/4875710270/

• Scientific and personal interests must converge by design

• Influences almost every part of science and participation

• Promoting satisfaction & commitment

• Job design: autonomy, role expansion, etc.

• Incentives: material and symbolic rewards

Alignment of Interests

http://www.flickr.com/photos/freefoto/5982549938/

Which Came First?

• Science-first design

• Tech focuses on data entry

• Experiences focus on simplified science

• Citizen-first design

• Tech focuses on ease of use

• Experience adapts existing leisure practices

• Self-rewarded & socially rewardedhttp://www.flickr.com/photos/hammer51012/495218105/

Survey Says... (n=65)

•None: 23%• Public acknowledgement:

55%

• Volunteer appreciation events: 31%

• Free equipment/supplies/training: 26%

• Promo items: 18%

• Certificate: 12%

• Top contributor listings: 9%

• Personal performance ratings: 8%

• Co-authorship: 8%

• Role advancement: 6%

• Editor/moderator privileges: 2%

• Naming privileges: 2%

Data Entry is Dull

• Practically everyone hates data entry

• Major hurdle for participation

• Limits who participates

• More steps = lower return

• Usability is paramount

• Make it easy & worthwhilehttp://www.flickr.com/photos/crownjewel82/2892965663/

Games People Play

• “Gamification” of science

• Games for data collection & processing

• Games people already play

• Pervasive and mobile participation

• Costs are always higher than expectedhttp://www.flickr.com/photos/jontintinjordan/2788526030/

Implications for Design

• Who will participate?

• Why will they participate?

• How will they be rewarded?

• How can experiences be expanded?

http://www.flickr.com/photos/andymangold/4335799638/

Take-Aways

• Up-front in-depth consideration of audience and alignment of interests

• Technologies make rewarding people easier, and good design is not optional

• Design experiences to offer satisfying opportunities for individual development, social interaction, & deeper engagement

http://www.flickr.com/photos/skipnclick/2945026921/

Thanks!

• Case Study Projects: eBird, Great Sunflower Project, & Mountain Watch

• Collaborators: Kevin Crowston and many others

• U.S. NSF Grants 09-43049 & 11-11107

http://citsci.syr.edu

http://www.andreawiggins.com